From online to offline in Barcelona

A mistake many businesses make when planning their post-coronavirus strategy is focusing on online to survive in this ever-changing environment, when the physical store is essential, and furthermore, a bet on the future. Omnichannel has come to stay and, proof of this, is that the most cutting-edge online businesses have ended up opening their physical point of sale in different cities like Barcelona.

One of the best-known cases in retail is Warby Parker, who started a revolution in the world of optics in 2010, offering prescription glasses for 95 dollars, when the standard was 500 dollars. Their recipe for success was to work on their sales process, accompanied by a good digital marketing strategy. Customers clamored for the opening of physical stores and New York's popular SoHo neighborhood became their first location ten years later, when they were already billing 200 million dollars, moving from online to offline.

This trend is echoing in Barcelona and we see how the city is hosting different openings worth visiting, as customers or as curious onlookers, to enjoy their staging.

P de Paola is a good example, a jewelry firm born in 2014 that, thanks to its pieces inspired by nature, conquered most millennials. At first, it opted for the online store, carrying out a great strategy on social networks and collaborations with influencers that boosted its brand. Over time, sales have become internationalized and 90% are already made outside of Spain.

The vast majority of its income comes from its own e-commerce and P de Paola was not particularly affected by the coronavirus crisis. However, although they have many physical points of sale throughout Spain, they preferred to wait for the return to normality to open their first flagship store, at Avenida Diagonal 572 in Barcelona. The premises have 230 square meters and all their collections are displayed inside, including their high jewelry line. The store is minimalist, just like their jewelry, and has successfully brought its philosophy to the point of sale. To give a differential value to the space, P de Paola has created an area where the customer can personalize their jewelry instantly, a complete success. The presentation of the products is well cared for, with furniture designed to display each collection, to focus the customer's attention and allow them to try on each piece of jewelry with personalized attention.

The optician Project Lobster is another remarkable example of the successful transition from online to offline. It was born in 2018 in a studio in Barcelona with the aim of breaking away from the conventional and outdated, opting to create different spaces, where the needs of each client could be met in a personal and relaxed way. Clients are attended in a private space where the professional advises the consumer on how to apply contact lenses. They have a beautiful and comfortable waiting room, as well as a workshop open to the public where the client can learn about the process of adapting or repairing their glasses. Its flagship is on Consell de Cent street, 331.

Also noteworthy is the case of Vasquiat Room, a firm born four years ago from the hand of Rafa Blanc and Blanca Miró as a digital luxury fashion marketplace. Last December, it opened its first physical store at Provença street, 243. A space with a lot of personality that combines materials such as iron, wood, and velvet, to make visiting the store a complete experience.

Many other projects are joining the online to offline trend, such as the accessories store Muk Barcelona, and in the restaurant sector, Vicio, Goxo, and others that will come, because it is a bet that has proven to work.

Retail is a way to give life to cities and in the digital age, leading companies continue to give customers the opportunity to live a tangible experience. A way to stay in touch with them and improve brand positioning.